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19th September 2012

salesforce.com for marketing – 3 steps to success

Salesforce.com for marketing

The marketing cloud is high on the agenda at the salesforce.com Dreamforce conference 2012 and they are certainly ramping up their social marketing capabilities. Hot on the heels of the Radian6 acquisition, salesforce.com recently announced the purchase of BuddyMedia, a suite of social media marketing products. This is great news because marketing is finally on the radar after being overshadowed by sales and service.

However, in amidst the hype, for the majority of businesses, social is just part (or not yet part) of the marketing mix required to acquire and retain customers.  So can salesforce.com provide marketers with what it takes to integrate all marketing channels?

Hyphen8 Director and salesforce.com marketing specialist Elaine Forth shares a whitepaper on salesforce.com for marketing to explore the 3 key steps to help marketing teams transform salesforce.com into a powerful marketing platform:

Step 1 – build a solid foundation; Step 2 – integrate the right specialist apps; Step 3 – get creative with development.

Download the full whitepaper to read more 

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Salesforce.com for Marketing: Why is it important for marketers to embrace salesforce.com?

We must stop operating in silos in our quest for the single customer view.  We need the agility to adapt to new product and service propositions, to measure multi-channel ROI in the context of influence on sales to justify budget and to enrich our customer profiling.

Gartner recently predicted that by 2017, CMOs will spend more on IT than the CIO and undoubtedly marketing is becoming more technology-based.  But it is important that we don’t let technology distract us from our core marketing objectives and that the platform offers the flexibility to develop in parallel with business and marketing objectives.

In response to marketing demand, salesforce.com may well decide to acquire other applications which address functionality gaps.  In the meantime, to transform the platform to provide the marketing capabilities that are right for your business, you need to start with a solid foundation, make the right choice of integrated applications and add a sprinkle of creative development where appropriate.

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